Does your website have a purpose?
What is a website conversion you ask? It is getting a website visitor to take an action you have defined. It may be a click to the next page you want them to read, or to share their contact information with you or to register for your newsletter or white paper.
Plan website conversions
Increasing leads or contacts from your website means that you have clearly defined (in your marketing plans for the website) what action you wish the website visitor to take. Then you have mapped out the process and progression to causing that action and made sure your site’s design easily allows for the actions you seek. If you’ve gone to the trouble to create a website, you should be depending on it to perform a certain marketing function for your business.
Website conversion examples
For bloggers, a conversion is more page views, so using a snippet and a read more tag or shorter content pages for each post that must be paged through (as many commercial sites do.) For some businesses a conversion might be getting the website visitor to click from home page to the services page. These are “soft” conversions. They cause the website’s user to get more familiar with your brand.
However there are also more definitive conversions as well, that equal “call us now” or on a Facebook page, “Click ‘Like’ to get your free widget.” Many sites invite reviews, another type of conversion. You could even consider comments a form of conversion if that is what you seek.
What are the essential items you must have on your businesses website to increase conversions?
- A call to action — Soft or hard. Soft calls to action are messages such as “Ask us about our new customer discount.” Hard calls to action are the ones that cause the reader to do something now to get what they want; such as register to download our whitepaper. Calls to action may be contained in graphical elements or within the page text as copy.
- Conversion forms— The simplest one is a Contact Us form. Others can be registration forms or contest forms.
- Your phone number–The top conversion for many businesses is a phone call from someone who visited your website.
With a bit of planning, your website will work for you as a lead generation tool.